This paper examines Sweden’s role as a pioneer in mitigating climate change. Critical discourse analysis of climate and energy policy unveils Sweden’s ambition to ‘lead-by-example’, by virtue of a win-win combination of economy and environment via stringent regulations and an early-mover strategy on eco-innovations. The extent of the unilateral approach is constrained by concerns for the competitiveness of energy-intensive industries and a persistent debate on the fate of Swedish nuclear power. Whilst Sweden has made significant demonstrative progress in reducing emissions and introducing renewable energy sources, these issues may limit her role as a pioneer in years to come.